 Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders, 2nd Edition
ISBN: 978-0-470-23827-1
Hardcover
304 pages
October 2008
US $29.95
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Eating the Big Fish remains the only and definitive study on how challenger brands succeed in business. It has sold close to 50,000 copies and become enormously influential in the marketplace. This new edition will explore new brands, new challengers, new media, and changes to the environment since the original edition released in 1999.
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